2024 PR and News

Mukund Olety, CCO, VML India on LIA Judging and Giving Back to the Industry

12 March 2024

Mukund Olety, Chief Creative Officer, VML India Speaks
on the LIA Judging Experience and On
Creative LIAisons Giving Back

Mukund Olety, Chief Creative Officer at VML India was a 2023 London International Awards Juror on the Digital and Use of Social Media & Influencers Jury. He was also a Creative LIAisons speaker.

LIA invites industry leaders and trendsetters on both the creative and client side as jurors, assembling the most celebrated people in the industry for 10 days of judging in Las Vegas. In addition to this, LIA welcomes a contingent of 125 young creatives from around the globe to the Creative LIAisons onsite program, an educational training and networking program for emerging talent.

Mukund highlights the transparency and uniqueness of LIA judging. LIA is also the only global award show that allows the press, global excellence teams and young creatives full access into the jury rooms for observation during judging, including the statue discussions, allowing for full transparency. This opportunity is an invaluable learning experience for the Creative LIAisons attendees.

Mukund states, "One aspect of the program I like the most was inviting the Creative LIAisons attendees to join the jurors in the jury room. By giving them visibility and understanding why a piece of work is winning over something else, will make one go back and be a better creative."
Creative LIAisons funded by LIA was established in 2012, as a way of giving back to the industry that supports us. Our mission is to develop, educate, inspire and nurture emerging talent.

The goal is to give young creatives from around the globe, access to learn from the most experienced and awarded people working in our industry. Consisting of both onsite and virtual programs, approximately 300 Creative LIAisons Mentees participate annually. 

Mukund comments, "I'm really glad LIA is investing back into the industry. What people don't realize is when I give back, I get back more in the long term. The better creatives we groom, the better work happens and better for the awards shows themselves. I love the fact that LIA is investing back into the industry, educating the young creatives and giving them a forum."